Whether because they lack the time, the ability, or some combination of the two, more and more businesses are outsourcing their content writing; when it comes time for a new company blog post or press release, they farm it out to an agency or a freelancer, where the work is done relatively hassle-free.
This method obviously has its advantages, but there can also be compromises—especially when it comes to quality.
It doesn’t have to be that way. You can get high-quality work through outsourced content writing, but to do so, you’ve got to hire the right people—and manage the process wisely.
Why Content Quality Matters
First, a quick word about quality. It can be tempting to approve of any half-decent writing that’s sent your way, but business owners can and should be pickier about what they accept. There are a couple of reasons for this, and the first is branding. The writing on your website or blog reflects your brand, and as such you want it to be authoritative, clean, and helpful; you want to provide value to your customers, without errors or typos. Sloppy writing makes you look like a sloppy company.
In addition, you need quality because Google demands it—and if you want your blog or website to rank well within Google searches, keeping the algorithms happy is a necessity. Google wants its search engine users to have relevant answers to all their quandaries, so to ensure high visibility, you have to be helpful and solutions-oriented.
Hiring Quality Writers
That’s a high threshold for your writer to meet—so how can you ensure that they rise to the challenge?
- First, make sure you hire the right people. A writing company, as opposed to an individual freelancer, can offer a real business track record, including reviews and testimonials. Always ask for work samples, too. Of course, checking out the company’s own blog helps you see what they are capable of.
- Always make sure you’re getting your writing done by native American English speakers.
- Do your part to provide clear directions. Be ready to offer topics, a sense of your voice/desired tone, and any SEO keywords you’d like the writers to employ.
- Also be prepared to educate the writer about who your audience is, and what you wish to accomplish with your writing. Clear goals are vitally important.
- Provide constructive feedback whenever you can, which will help your writers better understand your voice.
- Finally, make sure you know quality work when you see it. This goes beyond just checking for typos and grammatical errors. Also make sure the writing that’s submitted to you is tailored to your audience and advances the goals or agenda you’ve set forward.
At the end of the day, good writing is something you can offer to customers and potential customers—and optimally, it will offer both value and professionalism. Or, to put it more succinctly, it will offer quality—and yes: That is something you can get through outsourcing, so long as you approach the process shrewdly.
To learn more, reach out to the writers at Grammar Chic, Inc. Be sure to ask us about our own standards of quality. Contact us at www.grammarchic.net or 803-831-7444.